NASCAR trend continues with loss of Dodge

Downsizing to three brands likely to weaken total field

NASCAR Sprint Cup Series driver Brad Keselowski in a late pit stop during the Finger Lakes 335 at the Glen on Sunday. (Kevin Hoffman/US Presswire)

It's easy to spin Dodge's defection from NASCAR as a relatively inconsequential move.

It should be duly noted that an overwhelmed pair of Dodge cars have not been terribly competitive in Sprint Cup racing. Look at the standings, where Brad Keselowski is the lone Dodge Man battling at the top with the Fords, Chevys and Toyotas of the world.

But any time there is attrition in a sport for economic reasons, there needs to be concern. And if you are NASCAR CEO Brian France, you should be worrying about the trickle-down effect in a sport that already is losing significant sponsorship battles.

Just recently, Dale Earnhardt Jr. and Ryan Newman lost their military sponsorships. So if the sport's most popular driver loses significant financial backing, then it's safe to assume no one is immune.

"Dodge leaving is a big deal because it was a big deal when they came back," said Kyle Petty, SPEED analyst and former NASCAR driver. "NASCAR years ago had Ford, Chevy, Buick, Pontiac, Oldsmobile and so forth but had gotten down to Ford and Chevy. So when Dodge came back, having a return to 'The Big Three' was huge. Therefore, for Dodge to leave now is significant.

"Sponsorship is down on a lot of cars. Teams running in the back and middle of the field are struggling to find finances and manufacturer support. With only three manufacturers next year and those three probably entrenched with their current teams, Dodge's leaving widens the gap between the 'haves' and 'have-nots.' ''

The future of Dodge and NASCAR had been in question for more than five months, fueled by the announcement from Penske Racing that it was switching from Dodge to Ford as its manufacturer for Cup cars next year.

Fans are stuck more on drivers than brands, of course, but downsizing in any profession is rarely viewed as a good thing.

Dodge had returned to NASCAR competition in 2001 after a long absence since it bolted in 1977. There are two Penske Dodge cars, the No. 2 driven by Keselowski and the No. 22 driven by Sam Hornish Jr. The manufacturer has a Nationwide Series title (Keselowski in 2010) and 55 Sprint Cup victories, including two at the Daytona 500.

"Back to the Richard Petty days, a lot of people historically have been Dodge fans, and this will leave a hole in their hearts, and will be a blow to several teams that were hoping for Dodge's support," said Mike Joy, a NASCAR announcer on Fox. "Any manufacturer brings technology and support dollars that help strengthen their teams, and absent Dodge, we might have had fewer viable teams in the sport than we have right now."